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Effect of Personality and Social Motive on Franchise Customers’ Citizenship Behavior

오민정|황윤용|Anesh Sthapita
한국유통과학회 (Korea Distribution Science Association)|2015.10|유통과학연구 (Journal of Distribution Science)|제13권 제10호|pp. 35-44|DOI 10.15722/jds.13.10.201510.35

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키워드

PersonalityFranchiseCustomer Citizenship BehaviorSocial Motives

초록

Purpose – This study focuses on the voluntary performance of franchise customers as a result of inherent social motives. It examines the interplay between traits and motives, and their influence on customer citizenship behavior (CCB). Research design, data, and methodology – Empirical evidence from the responses of 288 university students, validates that individual traits are related to social motives, which provides a basis for CCB. The results suggest that social motives do influence an individual’s intention to provide feedback, advocate, help, or tolerate. Structural Equation Modeling using AMOS 22 was employed to test the concept. Results – This research illustrates that extraversion has a dominant influence on affiliation motive, and agreeableness is a strong predictor of the altruism motive among franchise customers. Conclusion – All three traits have positive influence on the power motive. Power and altruism motives were found to be the main determinants of CCB in a social setting. The power motive was a better predictor of advocacy and tolerance. The altruism motive significantly predicted helping and tolerance. Feedback was only positively predicted by the affiliation motive.

Abstract

Purpose – This study focuses on the voluntary performance of franchise customers as a result of inherent social motives. It examines the interplay between traits and motives, and their influence on customer citizenship behavior (CCB). Research design, data, and methodology – Empirical evidence from the responses of 288 university students, validates that individual traits are related to social motives, which provides a basis for CCB. The results suggest that social motives do influence an individual’s intention to provide feedback, advocate, help, or tolerate. Structural Equation Modeling using AMOS 22 was employed to test the concept. Results – This research illustrates that extraversion has a dominant influence on affiliation motive, and agreeableness is a strong predictor of the altruism motive among franchise customers. Conclusion – All three traits have positive influence on the power motive. Power and altruism motives were found to be the main determinants of CCB in a social setting. The power motive was a better predictor of advocacy and tolerance. The altruism motive significantly predicted helping and tolerance. Feedback was only positively predicted by the affiliation motive.

참고문헌 (44)

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